North America and Europe Event Industry Market: Opportunity Analysis and Industry Forecast, 2024–2035

According to a new report published by Allied Market Research, titled, “North America and Europe Event Industry Market: Opportunity Analysis and Industry Forecast, 2024–2035," The North America and Europe events industry market was valued at $438.8 billion in 2023 and is projected to reach $819.1 billion by 2035, registering a CAGR of 5.4% from 2024 to 2035.

Events refer to public gathering of populace at a determined time and place for a purpose. Events are organized with various purposes, each of which serves different business objectives. These purposes may boost business profitability, celebration of achievements, entertainment, and support community causes. The events industry sees a strong preference for a diverse range of event types, such as music and art performances, sports events, festivals, trade shows, and product launches. Within this dynamic sector, essential stakeholders comprise corporate organizations, public entities, non-governmental organizations (NGOs), and other relevant players. They collaborate to create successful events that cater to diverse audiences and serve various business and societal needs.

Technology integration drives the growth of the event market by enhancing attendee experiences and expanding event reach. Advanced technologies like virtual reality (VR), augmented reality (AR), and live streaming allow event organizers to create immersive and interactive experiences that transcend physical limitations, attracting a wider audience and increasing engagement. Virtual event platforms enable attendees from around the world to participate in real-time, breaking down geographical barriers and facilitating global connections. Moreover, technology enables efficient event management through tools for registration, ticketing, networking, and analytics, streamlining processes and enhancing the overall event experience. As technology continues to advance, with innovations such as AI-powered chatbots and personalized content delivery, the event industry evolves, offering more innovative and impactful experiences that drive growth and foster long-term sustainability.

Traditional corporate conferences and trade shows are now complemented by a diverse array of experiences, including music festivals, sporting events, cultural exhibitions, and experiential marketing activations. This broad spectrum of offerings attracts different demographics and interests, increasing overall attendance and revenue streams. Additionally, diversification fosters innovation and creativity within the industry, encouraging event organizers to continuously develop unique concepts and experiences to differentiate themselves in the market. As a result, the event market becomes more resilient to economic fluctuations and shifts in consumer preferences, sustaining long-term growth and relevance.

Sustainability initiatives are pivotal in propelling the growth of the event market by aligning with increasingly prevalent environmental consciousness among consumers and stakeholders. Embracing eco-friendly practices not only meets the demand for responsible event management but also enhances brand reputation and attendee satisfaction. Sustainable events attract a growing segment of eco-conscious consumers and businesses, thus expanding the event's audience and market reach. Moreover, such initiatives appeal to environmentally focused sponsors and partners, fostering valuable collaborations and financial support. Additionally, integrating sustainability into event planning and execution can lead to cost savings through resource optimization and waste reduction, contributing to the industry's long-term viability and profitability. Overall, prioritizing sustainability not only drives growth within the event market but also cultivates a positive societal impact, positioning events as catalysts for environmental stewardship and corporate social responsibility.

The North America and Europe events industry market is analyzed on the basis of type, organizer, and region. By type, the market is divided into music concerts, festivals, sports, and others. By the organizer, it is classified into sports, entertainment, and others. Region wise, the market is analyzed across North America (the U.S., Canada, and Mexico), Europe (France, UK, Italy, Spain, Russia, Netherlands, Sweden, Belgium, Denmark, Finland, Poland, Czechia, Hungary, Romania, and Rest of Europe).

By type, the market is divided into music concerts, festivals, sports, and others. The sports segment held the major share of the market in 2023. Innovations in broadcasting technology, such as high-definition live streaming and virtual reality, provide immersive viewing experiences, broadening the audience base globally. Social media platforms and mobile apps enhance fan interaction, offering real-time updates, exclusive content, and interactive features that keep fans connected and engaged. Additionally, advancements in data analytics allow organizers to tailor marketing strategies, optimize ticket sales, and enhance the overall fan experience by understanding consumer preferences better.

Modern stadiums equipped with state-of-the-art facilities improve accessibility and comfort, attracting more attendees. As more people become interested in sports, there is a higher demand for live events, both in-person and via broadcast, leading to increased ticket sales, viewership ratings, and merchandise purchases. The global appeal of sports fosters cross-border participation and international tournaments, thereby attracting diverse audiences and boosting tourism. Popular sports stars and teams draw significant media attention, further amplifying interest and sponsorship opportunities.

By the organizer, the market is classified into sports, entertainment, and others. Among these, the entertainment segment occupied the major share of the market in 2023 and is projected to maintain its dominance during the forecast period. The entertainment industry comprises club festivals that integrate music conferences and attract international music professionals. These conferences serve as a platform for performing artists and speakers from diverse backgrounds to connect, collaborate, and exchange ideas among others. The lineup of speakers consists of esteemed entrepreneurs, artists, producers, and influential figures in the industry.

The primary objective of these events is to drive innovation, knowledge-sharing, and inspiration among professionals in the electronic music sector. They also foster discussions on emerging technologies and promote social and environmental responsibility within the industry. Furthermore, to ensure the success of these events, event management companies place significant emphasis on factors such as maintenance of strong social media presence, provide their attendees with quality on-site food options, deliver attractive live music experiences, along with provision of engaging virtual reality encounters, and various other amenities to enhance the overall attendee experience.

By region, the market is analyzed across North America and Europe. Europe occupied the major share of the market in 2023 and is projected to maintain its dominance during the forecast period. Germany and Spain are projected to witness significant increase in event activity, with various types of meetings, owing to which it experiences growth in both attendance and numbers. Companies in the region have displayed greater financial prudence, which leads to a demand for events at mid-scale venues closer to their base of operations, such as conferences, seminars, and festivals.

The major players analyzed for the North America and Europe events industry market are Access Destination Services, LLC, Cvent Holding Corp., CL Events, DRPG Group, Anschutz Entertainment Group, ATPI Ltd., Capita Plc., BCD Group International BV, Clarion Events Limited, Evenbrite, Live Nation.

Key Findings Of Study

• By type, the sports segment held the highest share, accounting for 40.2% of the global events industry market.
• By organizer, the entertainment segment dominated the global market in 2023.
• Region-wise, Europe dominated the market, in terms of share, and is expected to continue these events industry market trends throughout the forecast period.